Road to Effective PR Writing Need Not Be So Bumpy

“Easy reading is damn hard writing,” said Nathaniel Hawthorne, author of “The Scarlet Letter.” Nearly 160 years later the quote is as relevant as ever, particularly for aspiring PR professionals.

With the rapid proliferation of the social Web, everyone and their brother is a writer these days, and that makes it all the more difficult for PR pros to cut through the proverbial clutter and make sure their message is resonating with the right audience.

Half the battle is to keep the message simple. To get your point across you probably need to get back to basics, according to Lynne Farber, assistant professor at Florida International University, who teaches public relations and advertising at both the graduate and undergraduate levels.

PR News: What do you see as the most common mistakes in PR writing and what are some of the most effective ways to remedy such mistakes?

Lynne Farber: The most glaring errors are poor grammar, overuse of capital letters, using passive voice rather than active voice and style errors. For example, anything going to media must be in AP style. No professional should ever be more than an arm’s length from a style guide and an AP manual.

PR News: What are some relatively quick writing exercises that PR pros can adopt in order to improve their writing?

Farber: Anything that makes you write. Interview someone you know and write a short bio on him or her. Listen to the news, take notes on a story then write a press release. Also read as much as you can, the more variety the better.

PR News: What are the most important lessons about writing that you want to share with Boot Camp attendees on March 18?

Farber: First plan your piece. Begin by identifying your audience. Some people find it helpful to outline. Personally, I don’t outline but I first write in my head. Proof, proof and proof again.

Read your work out loud to yourself—it sounds different when it’s not just in your head. Have a colleague proof your work. It’s hard to catch your own errors.

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